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January 12th 2012:A Tale of Two (Business) Cultures: Why What Works in the U.S. can be a Quick Way to End Relationships in Europe

While Europe is expected to score zero growth in 2012, there are opportunities, especially in affluent Germany; you just have to know how to find them – and how to navigate the very different business cultures. European companies, especially German firms, can be hard to win. But once you’ve established a relationship, says my guest, Tim Brouwer, Managing Director of SVP Deutschland (a Global Reach research partner), they can be among your most faithful customers. The question is how do you create those relationships? Because so many German executives speak fluent English, many US firms under